Understanding available campaign analytics

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Learn how to use Klaviyo's campaign reporting to gather insights on how your messages are performing and what happens after someone opens or clicks. Use these campaign analytics to dig deeper into website activity, checkouts started, and revenue that is directly attributable to each message.

View your email performance analytics

Navigate to your account's Campaigns tab.

At the top of the page, you'll see metrics around your campaign’s performance from the last 30 days including average opens, clicks, click rate, orders placed, and revenue. Below each of these metrics will be a comparison with benchmarks from similar companies.
View of the campaign page showing the email performance metrics at the top of the page

If you have a benchmarks peer group, we will show your benchmarks compared to your peers. If not, we will compare you to benchmarks for your industry or overall Klaviyo ecommerce benchmarks if your industry is not set.

Below this, you'll see a list of all the campaigns you've created and sent (i.e., email, SMS, and push).

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

To see if your opens are affected, we suggest creating a custom report that includes an MPP property. You can also identify these opens in your individual subscriber segments.

For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.

Benchmarks for campaigns sent in last 30 days 

The top of the Campaigns tab shows how many campaigns you've sent within in the last 30 days, the average performance, and how your performance compares to data from similar companies over the past six months.

Here, you’ll see the:

  • Average open rate
  • Average click rate
  • Placed order rate
  • Revenue per recipient

Directly under the percentage or dollar amount, you can find a comparison of the numbers to those from the previous 30 days. This will show a positive or negative number and correlated trending arrow.

Average open rate and average click rate percentages shown with percentages of change over last thirty days below

Below these numbers will be an indicator that compares your performance to benchmarks from peers or similar companies. These statuses are Poor, Fair, Good, and Excellent.

Average open rate and average click rate percentages shown with percentages of change over last thirty days and peer benchmarks rating of fair and good below

If you have a benchmarks peer group, we will show your benchmarks compared to your peers. If not, we will compare you to benchmarks for your industry or overall Klaviyo ecommerce benchmarks if your industry is not set.

Your benchmarks will indicate where you fall into the following performance groupings:

  • Excellent
    75th percentile or better (highest tier of performance)
  • Good
    50th–74th percentile (above average)
  • Fair
    25th–49th percentile (slightly below average)
  • Poor
    < 25th percentile (lowest tier of performance)

If any of your benchmarks are Fair or Poor, focus on bringing those numbers up. For information on how to do this, read this article on improving your benchmark performance.

Note if we cannot determine your peer or industry, you will not see the View Campaign Benchmarks link at top that takes you to the Campaign Analytics section.

Individual performance for sent campaigns

For sent campaigns, open and click rates are accessible right on the front page of the Campaigns tab.

The far-right column displays data around an adjustable conversion metric. You can update it by clicking the icon beside the conversion metric and selecting a new metric. This allows you to get a comprehensive understanding of how your campaign performed across a number of different metrics by toggling in real-time.


The Placed Order metric in Klaviyo is always customizable. Some example use cases include seeing how many:

  • Purchases occurred as a direct result of an email
  • People viewed at least one product page
  • People started a checkout after receiving your email

Individual campaign activity overview

Top graph and adjusting your conversion metric

When you click on any sent campaign from your list below, you'll be taken to a page with more detailed analytics for that individual message. The example below shows the overview for an email campaign. The graph at the top of the page shows hourly engagement for the first 48 hours after your campaign was sent.

After clicking into a sent campaign, a view of the Campaign Analytics analytics dashboard showing a graph at top and peformance numbers below

You can toggle on/off the different metrics that populate this graph, choosing from delivered, opened, clicked, and then a conversion metric of your choice.

The conversion metric used to generate this data can also be adjusted. To change the conversion metric in this view, click on the metric itself and you will see a change menu pop up.

By hovering over the conversion metric placed order to expose a dropdown of other conversion metrics to choose instead

Note that for your selected conversion metric, you'll see the count of unique profiles who converted (e.g., placed an order). It will not show the total number of conversions.

Summary information and key metrics sections

The left-hand area below the graph has summary information for your campaign. For email campaigns you will see the following:

The left-hand area below the graph has summary information for your campaign. 

Email label Value
Subject The subject line of the campaign
Preview text The summary text for a campaign
From/reply-to The sender email set for the campaign
Included lists and segments Details on the list and segments included in the campaign separated by commas
Excluded lists and segments If applicable, details on any lists or segments that were excluded in the campaign send
Total sent Total number of profiles that the campaign was sent to 
Sent on The date/time the campaign was sent
People skipped This section displays the number of people that were "Skipped" by the campaign send, grouping people into key buckets based on why they were skipped; for example, if your campaign had Smart Sending enabled, this section will show how many people were skipped because they had received another email too recently

For SMS campaigns you will see the following:

SMS label Value
Included lists and segments Details on the list and segments included in the campaign separated by commas
Excluded lists and segments If applicable, details on any lists or segments that were excluded in the campaign send
Total recipients and messages The number of total recipients and messages
Sent on The date/time the campaign was sent
People skipped This section displays the number of people that were "Skipped" by the campaign send, grouping people into key buckets based on why they were skipped; for example, if your campaign had Smart Sending enabled, this section will show how many people were skipped because they had received another SMS message too recently.

The key metrics area below the graph shows more detail about how recipients engaged with your campaign.

  • Opens and clicks
    The opened (email and push only) and clicked (email and SMS only) data you see directly under the graph represents unique opens and clicks, whereas the total opens and total clicks data you see below this middle section represents all opens/clicks recorded. These numbers will likely be different.
    Opened metrics represented by eye icon and data percentage and clicked metric represented by arrow icon and percentage
  • Conversion metric
    Below the section with opened and clicked data, you will see a star icon that represents a configurable conversion metric — you can change this metric by clicking on it and using the menu that pops up; the metric you select will also determine the data that populates next to it.
    Converion metrics represented by star icon and number of ordered products
  • Spam complaints
    The Overview campaign report will always show the percentage of spam complaints received; this number does not represent the percentage of emails that went to spam, but rather what percentage of people marked the email as spam after receiving it in their primary inbox.
    Spam complaint metrics represented by exclaimation point icon and percentage of spam complaints
  • Unsubscribes
    In this section you will see the number of recipients who unsubscribed via this particular campaign.
    Unsubscribe metrics represented by x icon and percentages of unsubscribes
  • Successful deliveries and bounces
    If you notice that your successful delivery rate drops below 99%, and your bounce rate is increasing above 1%, this suggests it is probably time to clean your lists.
    A view of sucessful deliveries and bounced messages represented by a number and percentages
  • Last open
    This will show the timestamp for the last time someone opened your campaign.
    A view of your last opened email with timestamp
  • Last click
    This will show the timestamp for the last time someone clicked a link within an SMS message.         A view of last opened sms message with timestamp

Tracking

By default, conversions for each campaign are tracked up to five days after an email or SMS is sent; you can adjust this conversion period for your account by navigating to the Account > Settings > Email page and scrolling to the Email Conversions & Smart Sending section or the Account > Settings > SMS page and scrolling to the email or SMS Conversions & Smart Sending section.

We associate opens/clicks/revenue with the email, SMS, or push notification; if someone was sent a campaign email on Aug. 1, opened and clicked on it on Aug. 2, then made a purchase on Aug. 3, we'd associate the open, click, and purchase with that message.

Review recipient activity

The Recipient Activity tab contains data about how each recipient has engaged with your campaign.

In the recipient list below, you will see information that includes:

Email address
Email address of every recipient who has received the email in their inbox
Name
Name of every recipient who has received the email in their inbox
Opens
Profiles who have opened the email at least once
Clicks
Profiles who have clicked a link inside the email

In this same list area, you also have the option under Actions to resend the campaign to a particular recipient as well.

View of recipient activity list showing email address, name, opens, clicks, and ability to resend campaign

In the other tabs above this default list, you have the option to review your data sorted by Opened, Clicked, Skipped, and Other.
Navigation about recipient activity showing tabs for recipients, opened, clicked, skipped, and others

Select Skipped to view additional data about why a subscriber may have been skipped. This includes:

  • Skipped: smart sending
    Recipients who were skipped because smart sending is enabled and they received a message from the same channel (e.g., email or SMS) too recently
  • Skipped: suspicious email
    Skipped because this email has hard bounced across the Klaviyo infrastructure

You can also select Other to view additional data. This includes:

  • Unsubscribed
    People who unsubscribed through the unsubscribe link in your email
  • Marked as spam (email only)
    People who have marked this email as spam after receiving it
  • Bounced (email only)
    When trying to send to these people, we received a delivery failure notification
  • Send failed (SMS only)
    If an SMS campaign fails to send to any profile, the Send Failed section will show why; e.g., skipped versus send failed

Review link activity

The Link Activity tab contains analytics for the links tracked in your campaign email or SMS.

View of the Link Activity tab showing number of clicks, clicks per person, total clicks, and those who didn't click your email

Klaviyo tracks who has clicked a link in the email/SMS, how many times they've clicked, and how many times the links have been clicked overall. Note that the visual map is not available with A/B testing.

For email campaigns, there is a list of the top 25 links in each campaign, including the unique and total clicks. You can toggle between a table view and a visual view of the clicks in the campaign.

Note that the visual link activity for campaigns will not display clicks for product blocks.

UTM tracking

Currently, automatic UTM tracking is only available for email campaigns. If you send out an SMS campaign, you can manually add UTM parameters; however, these will not be tracked in Klaviyo.

In the UTM Parameters section, you will see all of the UTM parameters and values that were tracked for the campaign. This will only include any campaign-level settings, not any UTM parameters that were manually set.

At this time, visual link tables are not available for campaigns that utilize UTM variations.

Tracking links

The link activity report will only record clicks to unique URLs. If you have several elements in your email that link to the same URL, you will not be able to tell which element got clicked the most.

Having multiple links is not advised for text messages. These messages should be clear and concise, so it’s better to include just one link as your call to action.

If you'd like to differentiate between elements that link to the same location, you can add identifying URL parameters to your links in your email. For example, instead of having a button and an image both link to www.example.com, you could have:

www.example.com/?link=button

and

www.example.com/?link=image

Both of the links would still go to the same place, but they will be tracked separately in the Link Activity report.

Review conversion activity and advanced reporting

The Conversion Activity tab allows you to filter your revenue conversions by product name, SKU, or by collection. The filtered view will then display the number of conversions as well as the total conversion value. This tab is helpful if you're curious about how your revenue conversions break down across your product catalog.

"View

Advanced reports (email only)

The Advanced Reports tab features three main sections and is only available for email campaigns. The advanced analytics you find here can be very useful as you refine your overall email marketing strategy:

  • Performance by email domain
    The domain of an email address is what comes after the @ (i.e., "yourname@domain.com"); if you are noticing general email deliverability issues, this advanced report can help you determine if these issues can be isolated to a specific email domain
  • Performance by email client
    Here, you can gain insight into how your recipients are consuming your email — we report the percentage of emails viewed on desktop vs. mobile, as well as provide a detailed breakdown of performance for each desktop and mobile client; if your audience is mainly viewing your email on mobile, optimizing your templates for mobile viewing should become a priority
  • Performance by country
    This section can help you better understand your contact base; paying attention to the performance breakdown by country can help you optimize send times and messaging for your primary audience

You can export the analytics for each of these sections as well. The resulting CSV file will show all of the metrics visible in this page.

The activity map 

You can also use the activity map to view email campaign metrics as they unfold. Note that this is not available for SMS messages. Learn more about the activity map for sent campaigns.

Additional resources

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